Todd Montgomery will be the first to admit that many years ago, Falcon Studios had an identity crisis.
"We had four brands, but the problem is that over the years there really wasn't enough thought given to how we differentiate them - make them unique, stand-alone brands targeted to a specific consumer segment," says the studio's CEO. "And so we decided to do that."
While the Falcon brand has been going strong since day one, the studio had suspended its three other lines at various points. But as 2007 draws to a close, all four brands are back in business, each carrying a stronger identity. Mustang was the first line to get a facelift, with a re-launch in early 2006 that proved to be successful under the guidance of director John Bruno.
And with the debut of Knock Out in May - and a handful of releases since - the Falcon International line has already positioned itself as a strong player in the eastern European space after disappearing in 2002.
"Falcon International went a little bit back to its roots," Montgomery said. "The first titles of Falcon International were produced by George Duroy, and we really wanted that style of directing and that look of the model, to capture that again, because those titles were wildly successful, and he went on to found Bel Ami."
Falcon will utilize two accomplished directors for the line - Tom Bradford and Rolf Mammerschmidt, whose first title will debut this fall - with a planned release each month. "We are very involved in all aspects of production," Montgomery notes. "We approve the cast lists, the script, and locations, we do the editing, and we do all the creative here in-house, so it really is a work-for-hire versus ‘I have a movie, why don't you pay me for it.'"
Jocks - which had been on hiatus - was the latest line to get the makeover. It's a revamping that Montgomery is excited about, noting he was personally involved in working with the Falcon team in developing a new concept.
"Jocks is kind of our reality line and is centered around a very specific model type," he says. "Models age 18 to 22, who are very comfortable in their sexuality, whether they are gay or straight or bi. We take them into kind of real-world situations and let them interact with one another, have the sex they want...our job is to get out of the way and let things unfold."
The relaunch hit in September with Jocks Road Trip Vol. 1: Russian River, directed by Peter Romero, the line's director. The label will get a release every other month, alternating with Mustang. "It's about natural settings, and (the models) interact with one another and the camera - there is no interaction with the crew," Montgomery says. "The thing I like about these models is that they come across as very confident in themselves."
Montgomery also notes that there will be no exclusive Jocks models, with an emphasis on new talent. "The paradigm around the big exclusive - with highly produced, highly scripted films - is completely out the door with Jocks... The consumer who likes reality and more ‘amateur' - for lack of a better word - content is really going to enjoy it."
As for the premier label, Montgomery notes some changes are also in store for the Falcon line of features. He promoted both Troy Prickett and Adam Robinson to co-directors of production, with Prickett focused on model recruiting and management along with PR and promotions, and Robinson on operations and finance.
"Falcon will always be the crown jewel. I have to admit, there have been some bumps along the way," Montgomery says. "The second part of our strategy for Falcon and Mustang was finding dedicated directors that we could work with on a very collaborative level and who would have a clear understanding of what we were looking to have produced based on the brand."
Bruno directs for both Mustang and Falcon, while Jett Blakk and another director in negotiations are scheduled to contribute. Paul Barresi is also in line to contribute to Mustang. Montgomery adds that he has increased his own involvement with production.
"Our audience is going to be happy to see us getting a little more back to our roots, with less storyline and plots and more focus on hot boys having hot sex," he says of the Falcon films. "I want less-staged, less-mechanical sex, to be frank. We are going to allow a little more spontaneity."
Montgomery says that is evident in the studio's September release, Ivy League. Aiding the studio in the cause will be familiar superstars - the studio recently resigned standouts Erik Rhodes and Roman Heart to multi-year deals - and a crop of newcomers, including "quintessential beautiful midwestern boy" Ryan Wade, and couple, Jordan and Aden Jaric, who will only have sex with each other and make their debut in this month's Endless Crush.
The studio has also strengthened its web and VOD presence. Last year, Falcon signed a deal with VOD giant NakedSword/AEBN to be an exclusive provider of its films (older titles will be taken off the Sureflix/Maleflixxx platform after March of 2008 following an arbitration hearing decision).
Falcon also re-launched its online store, which will get even more bells and whistles with a refresher this month. It will help sell items like three new realistic dildos (Erik Rhodes', Jason Adonis', and Cort Donovan's) from the successful Supercock line, and an upcoming line of metal products - including plugs and balls - that can be heated or chilled.
Falcon was also at work this summer building a new web-based platform for a December launch of its newly redesigned membership site, FalconXXX - an effort that will also allow the studio to administer and run multiple sites. Montgomery says they plan to debut a new site every quarter, including individual model sites, an amateur site, and a possible vintage porn site.
"The goal is to transform this business from kind of a hybrid of digital distribution and DVD distribution to a pure digital distribution company over the next five years," he says. "The web platform is critical to our future growth, and where we believe the market is headed."
The studio will also launch its first direct-to-VOD feature this year through NakedSword (a film in the vein of the Falcon International line) as well as an auditions series within FalconXXX that will highlight potential new models. Montgomery adds they are heavily invested in producing original solo and couples content for the web through its membership site. The studio will continue to produce original content for Falcon TV, and is also looking at partnership opportunities with NakedSword around The Tim & Roma Show to possibly co-produce a live show.
And in celebration of its 35th anniversary this year, Falcon will release a limited-edition 5-DVD set in November. It will feature bonus content to go along with 35 scenes, one each from what was determined to be the best film of each year. There will also be a golden ticket in each box, with the winner of a sweepstakes getting each of the 35 movies represented in the set. The retailer selling the winning box will also get the 35 DVDs, while the distributor selling to that store will win $3,500. And in December, Falcon will see its anniversary marked in a special issue of Men magazine from Specialty Publications.
"We're thriving in a very challenging environment, and that's because of our brand and because I believe that I have the most talented, smartest people in this business," Montgomery says. "We are well-positioned to be here for another 35 years."
Contact Info: FalconStudios.com; PulseDistribution.com; [email protected]; (818) 435-1600.
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